特定平台的自我品牌:社交媒体生态的想象启示

B. Duffy, Urszula Pruchniewska, Leah M. Scolere
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引用次数: 38

摘要

尽管最近在互联网研究、商业/营销和媒体/文化产业等领域,关于自我品牌的学术文献有所增加,但在庞大的社交媒体生态中,数字自我品牌的复制方式仍然相对缺乏理论。我们的论文深入采访了42位创意工作者,包括设计师/艺术家、博主/作家、在线内容创作者和营销人员/公关人员,以了解独立专业人士如何在数字经济中展示自己和他们的作品。我们表明,尽管保持一个“一致”的在线角色是常见的,但创意工作者不断地通过我们称之为“特定平台的自我品牌”的逻辑来协商他们的自我展示活动。我们认为,特定于平台的自我品牌是基于单个平台的“想象能力”[44]及其在更大的社交媒体生态中的位置。这种想象是通过以下因素的相互作用构建的:1)平台特性;2)对受众的假设;3)生产者自身的自我概念。我们得出的结论是,创意工作者以特定平台的方式不断监控和重新塑造他们的数字人物,标志着在不稳定的创意经济中争夺注意力所需的“永远在线”劳动主体性的强化。
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Platform-Specific Self-Branding: Imagined Affordances of the Social Media Ecology
Despite the recent uptick in academic literature on self-branding across the fields of Internet studies, business/marketing, and media/cultural industries, the ways in which the digital self-brand gets reproduced across a sprawling social media ecology remains comparatively under-theorized. Our paper draws upon in-depth interviews with 42 creative workers---including designers/artists, bloggers/writers, online content creators, and marketers/publicists---to understand how independent professionals present themselves and their work in the digital economy. We show that despite the common refrain of maintaining a "consistent" online persona, creative workers continuously negotiate their self-presentation activities through a logic we term 'platform-specific self-branding'. The platform-specific self-brand, we contend, is based upon the "imagined affordances" [44] of individual platforms and their placement within the larger social media ecology. Such imaginations are constructed through the interplay of: 1) platform features; 2) assumptions about the audience; and 3) the producer's own self-concept. We conclude that creative workers' incitement to incessantly monitor and re-fashion their digital personae in platform-specific ways marks an intensification of the 'always on' laboring subjectivity required to vie for attention in a precarious creative economy.
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